Why fundraising doesn’t have to be about just raising funds
Let’s be honest: fundraising isn’t usually the first thing that springs to mind when we talk about B2B marketing. But it’s front of mind for us this week at Luma Towers after Euan Kellie’s heroic Wanderwalk around Greater Manchester drew to a close on Friday evening last week.
Corporate fundraising events are often seen as a nice extra; a way to show your team has a heart or, if we’re really ruthless about it, a way to tick off your CSR report for the year.
But is there more to it? What if we treated fundraising not as a bolt-on, but as a brand-building opportunity in its own right?
Aligning branding and fundraising
Let’s not pretend fundraising is some new form of marketing strategy – it isn’t. But when it aligns with your brand personality and purpose, it becomes powerful.
Properly thought through, fundraising can do a lot more than raise money for a good cause. It can strengthen your brand, bring your values to life and remind people, clients, collaborators, employees, exactly who you are and what you stand for.
Alignment is key: supporting a charity that has obvious links to your bread and butter is best.
A brand that helps get housing built has natural fit with a charity tackling homelessness
And it makes sense that a business that talks about promoting women in engineering would support a charity improving educational opportunities for young girls
These are values-led decisions demonstrating self-reflection. Less random acts of kindness, more strategic acts of alignment.
And when the cause fits, people notice.
Less talk, more walk (or jump or shave…)
A lot of companies talk about their values. You’ll find them printed on the wall, written on the website, popped in a tender submission.
But values only matter if you actually live them. Fundraising is a great way to do that.
It’s a visible, real-world demonstration that your business is part of something bigger. And in a B2B world that’s increasingly values-driven, that really matters.
According to recent research, 70% of business decision-makers say that they’re more likely to engage with a company whose values align with their own.
From the inside out
The external stuff is important. But great fundraising campaigns start from within. When your team genuinely gets behind a cause, it can be a huge boost for morale, culture and identity.
It turns your people into advocates, not just for the cause, but for your brand. And if you’re keen to improve staff retention or recruitment, this is priceless.
When your clients and peers see that energy it sticks with them.
You stop being another name in the inbox. You become the company who did that thing and did it brilliantly.
How to do it well (and make it fun)
So, what separates the fundraising efforts that stick from the ones that sink?
Plan ahead so you’ve got enough time to get the message out and have maximum impact
Pick a cause that fits
Use social media to your advantage, with a series of posts that capture attention to generate a buzz
Share stories, not just donation requests, to make a connection
Tell the media at the right time, with a pitch that will pique their interest so that you can get further reach on TV, radio or digital print
Involve others. Not only to tick off the finer details, but because that’s the best way to bring people with you. It’s a team effort, both with colleagues and those you work with across the industry
Enjoy it! Fun is infectious and goes hand in hand with goodwill.
It’s more than a JustGiving link
Yes, the first objective for any fundraising event should absolutely be the cause you’re supporting (and, frankly, if it’s anything else, your audience will see right through you whatever else you do).
But it’s also a chance to say something about who you are, what you believe, and how your business shows up in the world.
True, it may not fall into the strict definition of “marketing”. But in a marketing context where relationships are everything, don’t miss the opportunity to plan a fundraising campaign that strengthens trust in your brand and bolsters relationships and long-term customer loyalty.
So next time you’re planning a charity initiative, don’t think of it as a side hustle. Think of it as brand in action.
And if you want help turning that action into impact – you know where we are.
P.S Luma will be doing their own bit of fundraising at the Greater Manchester Mayor’s Charity Bus Pull. Funds raised will go towards ending homelessness and rough sleeping in Manchester. You can donate here.